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SALT LAKE CITY — Hoyt Archery has made a real name for itself, capturing more Olympic medals than all other archery companies combined.
At nearly 80 years old, the Salt Lake City company is hitting the mark with athletes around the world. Its best- known supporter is the No. 1 archer in the world, America's Brady Ellison.
"He works with us quite a bit on new product ideas," said Jeremy Eldredge, marketing manager at Hoyt. "(He) has a direct line and access to our engineering department."
Archery is a sport of discipline, patience and pinpoint accuracy. But when athletes like Ellison compete, they make it look simple — even at the Olympic range of 230 feet away from the target.
Small differences in equipment can make all the difference for an archer, and Hoyt seems to have the market directly in its sights — for both the avid archer and the weekend warrior.
"It's a strong likelihood none of us will ever shoot that well, but archery is one of the easier Olympic sports to just participate in and have fun," Eldredge said. "I can't try gymnastics, but I can try archery pretty easy."
Hoyt has also crafted a special bow for members of the 2012 U.S. archery team. It has a red, white and blue paint scheme.